Adobe Data Science Empowers Brands To Deliver Exceptional Consumer Experiences

LAS VEGAS–(BUSINESS WIRE)–Every time an individual makes a choice online or in an app, it’s a new
data point. This data is a goldmine for marketers and advertisers.
That’s where data science comes in. Algorithms built into apps and
websites can assess an individual’s choices and tailor a customized
experience – and they can spot unexpected patterns in the activity of
large numbers of people, surfacing them for data scientists to further
analyze and for marketers to apply in their work. Data science not only
simplifies digital marketing processes, it powers the best, personalized
experiences for consumers.

Today at Adobe Summit, Adobe (Nasdaq:ADBE) unveiled a series of new data
science capabilities that further combine the creative aspect of human
intelligence with the analytical power of data science. The new
algorithms in Adobe Marketing Cloud will further simplify the process of
extracting insights from billions of data points. Over 41 trillion
transactions per year including 4.1 trillion rich media requests allow
Adobe to bring data science to life. Marketers can use these insights to
make better business decisions, focus on creating standout content, and
benefit from recommendations and predictions they didn’t even know
existed.

The new capabilities complement existing data science features across
all three Adobe Clouds. Data science in Creative Cloud helps make
designers become even better at their craft. Adobe Photoshop CC, for
example, includes capabilities like Facial
Recognition
, Content-Aware
technologies
, and Camera
Shake Reduction
. Adobe Document Cloud uses algorithms based on
various image processing techniques for things like PDF boundary
detection and perspective correction when users scan to PDF and turn
scans into editable documents. Across Adobe Marketing Cloud, the new
capabilities join over 40 existing data science functionalities such as Contribution
Analysis
, Anomaly
Detection
, and Shoppable
Video
.

“Data science in digital marketing is still young,” said Anil Kamath,
Adobe Fellow, Data Science. “Our algorithms are about amplifying the
great work of marketers and delivering amazing consumer experiences
through personalization, targeting and segmentation.”

« Consumers today have endless online and offline options to engage with
companies, so we knew that we had to transform our customer experience
to fit that reality,” said Giles Richardson, head of analytics, Royal
Bank of Scotland. “The data science capabilities in Adobe Creative
Cloud, Document Cloud, and Marketing Cloud amplify our business-wide
Superstar DJ program that’s delighting our customers with real-time,
hyper-personalized experiences from our call centers to our bank
branches.”

New data science capabilities in Adobe Marketing Cloud, nearly all of
which are available today, include:

  • Making Digital Assets Smarter: Smart
    Tag
    in Adobe
    Experience Manager
    now helps marketers find Creative Cloud assets
    – images, photos, videos and other visual digital content – much more
    easily than ever before. Search powered by predictive tagging enables
    brands to better understand the impact of visual content and to find
    content without having to manually tag thousands of images. For
    example, Smart Tag can take an image identified by the terms “summer,”
    “landscape,” and “children” and then quickly search in Creative Cloud
    for all images that match those terms.
  • Personalized TV Recommendations: Today, providers of streaming
    content make recommendations to viewers based just on viewing history
    and purchases within their closed content environments. New algorithms
    in Adobe
    Primetime
    and Adobe
    Target
    learn from the majority of U.S. households that now stream
    TV, film, and live sports content. With Adobe
    Primetime Recommendations
    , the next generation of TV
    recommendations will be personalized based on deep contextual insights
    and granular video consumption insights. If you watch Barcelona play
    Real Madrid on your Apple TV on Saturday, you might benefit from a
    recommendation on your Android smartphone on Monday about a program
    streaming soccer highlights.
  • Segment IQ: Segment IQ in Adobe
    Analytics
    intelligently discovers the overlaps and differences
    between sets of target audience segments through automated analysis of
    all of the attributes of a segment. Segment IQ then compares and
    surfaces the significant behavioral differences between segments and
    actionable insights to help advance your business goals. This gives
    marketers and analysts new visibility into which segments are most
    important to their businesses and allows them to target overlapping or
    adjacent segments, making it possible to acquire customers much more
    efficiently saving time and budget.
  • Your Analytics Personal Assistant: Adobe
    Analytics
    Virtual Analyst surfaces buried, real-time insights that
    marketers lack the know-how or resources to look for. Virtual Analyst
    learns from your input and the input of other users, noting and
    prioritizing important changes in the data, and surfaces relevant
    insights that help marketers make better business decisions. For
    example, based on patterns of usage, Virtual Analyst might recognize
    that revenue is an important metric for you, and then intelligently
    combine order, unit, and social media mentions with your revenue
    alert. Virtual Analyst also flags data anomalies hourly and produces
    simple, text-based email alerts. Scheduled to ship this fall, a sneak
    peak of Virtual Analyst will be shown at Summit Sneaks.
  • Predicting Consumer Value With Confidence: The new « lifetime
    value decision »
    feature in Adobe
    Target
    helps marketers predict a path of purchases that leads to
    the highest profit from a customer over time. Unlike any test and
    target solution on the market today, Adobe Target analyzes past
    customers’ interactions and recommends new product or service offers
    in real-time. Leveraging consumer behavioral data, a retailer can
    determine that a sequenced offering of a discount for a computer,
    followed by discounts for a monitor and printer, maximizes profits
    over a single-package offering.
  • Automated Insights for Advertising: What if the hours each week
    that marketers spend creating manual analyses on performance trends
    for campaigns could be freed up for more productive uses of their
    time? Adobe
    Media Optimizer
    Advertising
    Insights
    fully automates deep analysis for key questions and
    delivers a presentation-ready report in Microsoft PowerPoint that
    feature professional-looking statistical charts, summaries,
    recommendations and more.
  • Predictive Subject Lines: Email remains the digital
    marketing engagement workhorse for driving revenue, yet marketers
    struggle to personalize engagement with customers based on known
    behavior and interests. A relevant subject line makes all the
    difference between deleting and opening an email. Today, Adobe
    Campaign 
    unveiled a new automated subject
    line capability
    that analyzes data on « open » rates from previous
    subject lines and then suggests subject line content that will
    optimize performance. For example, analytics have shown that including
    « brand new » rather than « new » in a subject line can produce higher
    open rates. Predictive subject lines will be available in beta in Q3.

About Adobe Marketing Cloud

Adobe Marketing Cloud empowers companies to use big data to effectively
reach and engage customers and prospects with highly personalized
marketing content across devices and digital touch points. Eight tightly
integrated Solutions offer marketers a complete set of marketing
technologies that focus on analytics, web and app experience management,
testing and targeting, advertising, audience management, video, social
engagement and campaign orchestration. The tie-in with Adobe Creative
Cloud makes it easy to quickly activate creative assets across all
marketing channels. Thousands of brands worldwide including two thirds
of Fortune 50 companies rely on Adobe Marketing Cloud.

About Adobe

Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.

© 2016 Adobe Systems Incorporated. All rights reserved. Adobe and the
Adobe logo are either registered trademarks or trademarks of Adobe
Systems Incorporated in the United States and/or other countries. All
other trademarks are the property of their respective owners.

Laisser un commentaire

Votre adresse de messagerie ne sera pas publiée. Les champs obligatoires sont indiqués avec *